The digital approach to recruitment has been successful. Australia has recruited more than 7,000 new recruits to its army in a year, the highest number in 15 years. Targeted advertising campaigns on TikTok and video games played a key role in this.
The digital approach to recruitment has been successful. Australia has recruited more than 7,000 new recruits to its army in a year, the highest number in 15 years. Targeted advertising campaigns on TikTok and video games played a key role in this.
According to the South China Morning Post, Australia’s Minister for Defence Personnel Matt Keogh explained that the army has adapted its approaches to today’s youth. Advertising on social media and gaming environments has allowed it to reach a target audience and tell about more than 300 available roles in the military: from cyber operations to technical support.
A total of 7,057 people joined the Australian Defence Force (ADF) in the 2024-2025 financial year, which ended in June. This is the highest number since 2009-2010. The number of applications has also increased: more than 75,000 in the year, which is 28% more than last year and a five-year record.
The median age of a new recruit is 23. Keogh said the increase was partly due to the relaxation of medical requirements. For example, acne could previously be grounds for rejection.
The government also expanded the housing support program for military personnel and offered A$40,000 in bonuses for continued service, helping to reduce attrition to 7,9% and increase the total permanent force to over 61,000.
Australia aims to increase the ADF’s permanent strength to 69,000 by the early 2030s. It is important for the government to recruit new personnel to protect the country’s strategic interests, especially in a context of global instability and rising tensions in the region.
We also reported on Australia’s ban on social media for children under 16, which is one of the toughest laws against big tech. Child rights groups have opposed the law, while most parents have supported it.
